Brand portfolio · Data & Insights Studio
Run your brand portfolio like an investment committee.
The Franco Portfolio Index is unique to Franco Analytics and a world-class method for simulating how investing in brands, products, price and geographies either boosts or busts the success of important business strategy factors. It's built on methods used to predict the success of stocks. Your brands and products become stocks you can bet on with confidence.
Live tool · one self-contained file · yours to keep
The problem it solves
Most teams diversify across brands by instinct.
No quantitative sense of what diversified means, where the risk sits, or which brand earns its weight.
The Franco Portfolio Index treats every brand the way an investment committee treats a holding. It measures each brand's reward, its volatility and its beta, its sensitivity to the rest of the portfolio, from the actual sales history. Then it finds the allocation that earns the most for the level of risk you're willing to carry.
The decisions you walk away with: how to weight the portfolio, how much risk to carry, how to split budget between media and pricing, and how far to spend on each brand before the next dollar stops paying.
How it's different
It sits where marketing tools and portfolio tools don't meet.
Efficient frontier, beta, volatility, risk tolerance and rebalancing, brought to your brand portfolio, and paired with saturation-curve optimisation for media and pricing.
Two methods, five linked views, one tool. Reconciled to your own workbook to four decimals, so any allocation can be defended on its arithmetic. Nobody else puts portfolio risk and marketing return in the same view.
In your hands
What you get.
- Media ROAS and Pricing ROIPer-brand saturation curves, and the spend split that earns the most across brands, within your limits or at break-even.
- Media versus PricingThe strategic split between media investment and promotional pricing, before drilling into per-brand allocation.
- Risk and rewardEvery brand mapped on the efficient frontier by reward and volatility. Optimised versus current, a risk-tolerance dial, a match-current-risk rebalance.
- AttributesThe same optimiser on an editable attribute matrix: which brand profile to back, with a live heatmap.
And the rest
One self-contained file. No login. Works in any browser, exports any chart or table to CSV or image. A walkthrough of the findings and a refreshed build when new data lands, all included.
- No login, no seat to learn
- Exports to CSV or image
- Walkthrough of the findings included
- Refreshed build when new data lands
The tool, view by view
Five linked views, one portfolio decision.
View 01
See which brands are performing and which they are carrying.
View 02
For understanding how investing in media for one brand either grows or hampers another brand or product you sell.
View 03
For understanding how investing in price, media, or a new product, affects things important in your business strategy as well as the other brands and products you manage. Most mix modelling just aggregates. Franco Portfolio Index is a proprietary method for isolating effects between things.
View 04
See how media investment levels in one brand impacts all your brands, with simulations that mean you don't risk robbing yourself of success by accidentally hampering another part of the business when you go to market.
View 05
Give your executive team a clear view of how decisions will improve all the brands or products under your control. Run live simulations to work through trade-off decisions together.
Standing on the shoulders of giants
Modern Portfolio Theory, applied to brands.
Modern Portfolio Theory was introduced by Harry Markowitz, who later won the Nobel Prize in Economics. Its key insight: judge each investment by how it contributes to the overall portfolio, not in isolation. We apply that thinking to brands.
01 · ROI model
Measure the expected return and risk of each marketing investment: brands, channels, campaigns.
02 · Ranking model
Compare and rank them by return for the level of risk.
03 · Budget simulations
Allocate budget across the portfolio to maximise overall ROI while balancing risk.
Worked example figures are deliberately altered for confidentiality.
Alternatives
What it beats.
Media and MMM tools
They optimise channels inside one brand: each brand alone, with risk and correlation ignored.
Investment portfolio tools
They bring the efficient frontier, but only to stocks and funds, with no notion of saturation or spend.
Consultancies
They will build a bespoke model, at six figures, slowly, handed back as a slide deck.
"Franco Analytics helped us answer some of the hardest questions we face as a portfolio business: how much to invest, where to invest, and how those choices compound over time."Franco Portfolio Index Client · functional beverages & supplements client
Want to see it on your portfolio?
Request a free example of the Franco Portfolio Index tool, or ask us anything.